Q&A: Mars Marketing VP David Jacobs Talks Omnichannel Approach
David Jacobs has hit the ground running at Mars.
Jacobs joined the organization earlier this year as vice president of marketing for Mars and Nutrition North America. Drawing on experience from previous roles at SC Johnson and Unilever, Jacobs will work to drive growth across the rice and ready meal categories in the U.S. and Canada.
In an interview with Path to Purchase Institute, Jacobs discussed Mars' omnichannel marketing efforts and what lies ahead.
P2PI: In your current role, how have you started to work with other departments and functions at Mars to lay the groundwork for success?
Jacobs: In my first weeks, my focus has been on listening — engaging with associates across functions to understand their perspectives, priorities and opportunities. I'm immersing myself in the business, learning from our commercial, R&D and supply chain teams to ensure our marketing strategies align seamlessly with our broader goals.
Collaboration is key to driving category growth, and by working closely with cross-functional partners, we're building the right foundation to accelerate our impact and deliver value for our customers and consumers.
P2PI: How will you ensure Mars food brands are top of mind for shoppers before and during their store trips?
Jacobs: Our data-driven, omnichannel approach is designed to meet consumers where they are — whether online, in-store or at the moment of meal inspiration. We know that 90% of digital shoppers start their shopping journey with search. Investing in search is an important investment pillar to ensure we have key placement on the digital shelf.
From an in-store perspective, we strive to create activations such as on high-impact displays, strong shelf presence and targeted promotions that will ultimately drive conversion while laddering up to our brand messaging to create a truly omnichannel shopping moment. With the continued growth of online grocery shopping, we'll optimize our presence across retailer e-commerce platforms, digital coupons and shoppable recipes to create a frictionless path to purchase.
P2PI: We have a growing readership in Canada. What can you tell them about how your marketing efforts in Canada will contrast with those in the U.S.?
Jacobs: Marketing in Canada and the U.S. demands a nuanced approach, given the distinct consumer behaviors, media landscapes and preferences in each market. While our overarching strategy focuses on category leadership and innovation, we adopt a market-specific mindset to ensure our efforts truly resonate with Canadian consumers. When launching a new product, we begin by assessing Canadian consumer insights to see if it aligns with local tastes and market trends.
What succeeds in the U.S. might not always fit seamlessly into the Canadian context. So, we take a careful insight-driven approach to guarantee relevance and success here. For example, Canadians and Americans have differences in flavor profiles. This is driven by variations in demographics, particularly in ethnic and cultural origins.
From a media buying perspective, we look at the unique media landscape in each country. In Canada, television and connected TV play a more significant role compared to other digital platforms. We adjust our investments accordingly to ensure we reach the most engaged audiences.
P2PI: Online videos and social media are so significant to younger audiences. Can you talk about the importance of influencers and creators in helping spread the message of Mars' food brands?
Jacobs: Using both content creators and influencers in tandem can offer a balanced strategy — leveraging the creative depth of content creators while also tapping into the broad reach and trust of influencers. Influencers are leveraged as ambassadors for our brand. They understand their audiences' needs, which enables them to develop content and craft messaging that confidently communicates the benefits of our products in a way that resonates with their followers.
Content creators help us bring our tone of voice and brands' personalities to life by fostering community by encouraging conversation, leveraging trends and consistently producing high-quality, engaging content.
P2PI: How do you see the role of artificial intelligence evolving in marketing?
Jacobs: Mars Lead Global CMO Gulen Bengi addressed how Mars is using AI to better understand consumer interest areas in a CGT interview. "We see this dynamic content optimization as a huge improvement [in] relevance — consumers do expect meaningful and tailored, personalized communication," she said.
P2PI: What role will retailers have in your growth plans for the rice and ready meal categories? Do you foresee your organization increasing or continuing partnerships with retail media networks?
Jacobs: As consumer preferences evolve, we're focused on collaborating with our retail partners to ensure we’re delivering the right assortment, value and innovation that meets their shoppers' needs. This includes optimizing in-store placement, leveraging data-driven insights to tailor our offerings and ensuring our brands are front and center where and when consumers are making their purchase decisions.
Retail media networks are powerful tools. As these platforms continue to evolve, we anticipate strengthening our partnerships to unlock more personalized, data-driven marketing opportunities that create value for both retailers and our brands.
P2PI: We have to ask: What is your favorite Ben's Original product?
Jacobs: I love Ben's Original Ready Rice for its convenience and ease. And right now, my favorite flavors are spicy Mexican style and coconut jasmine. Its versatility — whether used in stir-fries, burritos or as a base for salads — makes it a staple in our household.
